Rolex has introduced a certified pre-owned program for its watches, a major move that will help regulate the market when it comes to buying and selling Rolexes on the secondary market. The program will initially only be available at select Bucherer boutiques in Europe, but will roll out to other retailers in 2023. Rolex is offering the opportunity to purchase pre-owned watches that are certified as authentic and guaranteed by the brand from its existing network of official retailers. They will be guaranteed according to the exacting quality criteria inherent to all Rolex products and will carry a two-year international guarantee, valid from their date of resale in the Rolex network. The program will authenticate second-hand Rolex watches that are least three years old.
It is rolling out initially at Bucherer boutiques in six countries: Switzerland, Austria, Germany, France, Denmark and the UK, beginning this month. Other official Rolex authorized dealers who choose to be part of the program will be able to do so starting in spring, 2023.
According to Rolex, the aim of starting its own certified pre-owned program is to bring added value to the existing supply of pre-owned Rolex watches. “Because when these watches change hands, their authenticity must be attestable at the time of resale by the Official Retailers,” said Rolex in a statement released today. “Rolex advocates the durability of its products. Thanks to uncompromising quality standards, the brand produces watches with the longest possible lifespans. It therefore wishes to accompany the second life of its watches already circulating on the market, with a view to preserving, maintaining and guaranteeing what already exists. This approach is in keeping with the Perpetual philosophy: the relentless pursuit of excellence and a long-term commitment to future generations.”
Not only may this be the only way to obtain a Rolex in the future, it is also an opportunity to build a relationship with Rolex and its authorized dealers, thereby improving chances of purchasing a new model. Official dealers participating in the pre-owned network will display a special Rolex Certified Pre-Owned plaque, and each will bear a Rolex Certified Pre-Owned seal attesting to their status as certified second-hand Rolex watches. A Rolex Certified Pre-Owned guarantee card will be delivered at the time of the sale, officially confirming that the watch is genuine and guarantees its proper functioning. This card bears the words “Certified Pre-Owned” and serves as an official certificate of authenticity. “Rolex watches – new or second-hand – should only be bought from Official Rolex Retailers, who are authorized to sell and care for Rolex watches,” says the statement. “Thanks to their skills and technical expertise, the retailers ensure the continued smooth functioning of each timepiece over the years. Only the official Rolex network is able to provide these guarantees.”